Better For You Snacking

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Part
01

Better For You Snacking

The food industry is facing big challenges these days, and healthy snacks have a big chance to become major players if it understands the consumers' concerns. Environmental and health issues concern consumers and become important drivers at the moment of the purchase.

Case no. 1 Cascadian Farm and its campaign "Good from the ground up" got an important hit on the healthy snacks market resorting to the use of organic sustainable practices. The campaign delivered $532.000 in sales appealing to the take-care of the planet, instead of an aggressive ad campaign. Cascadian Farm is an environmentally committed brand and has made other campaigns oriented to improve the health of the planet. For example in 2013 they made their cereal boxes from renewable plant sources.

Case no. 2 Too Yumm is an Indian product that positions itself as a tasty snack to eat guilty free. Taste is an important driver that has been found on this and other cases related to healthy food. People associate good taste with chemical ads or fatty food and there is the disbelief that healthy food is not as tasty as other food. As in the Cascadian Farm, the campaign is not just an ad campaign. It involves the real development of a new tasty product and the use of Virat Kohli as a brand ambassador for the campaign. It was a successful campaign but full details of the case study are available only for subscribers here.

To focus on taste, not in nutrition facts can encourage people to eat more healthy food. As on the Too Yumm campaign, focusing on taste can improve the results of a good ad campaign. There are serious studies that claim that leading to flavor encourages people to eat healthily. The same study shows that just by changing the names of the meals, using taste instead of nutrition-based names, increased vegetable consumption by 29% on colleges and universities. The age of college students is on average between 18-24 years.

Healthy food has a special place that no other product can take, it's breakfast time. Most people don't have time for breakfast, skipping it every day with disastrous nutritional consequences. You can replace lunch or dinner with a hamburger or wings, but breakfast can't be replaced this easy. Different products are attempting to gain the breakfast space with healthy options for consumers or redefining the relationship with a new target group, like Millenials. Products like Kellog's all-bran or Quaker are executing campaigns that allow them to get positioned in this space fulfilling the nutritional, health and environmental expectations of the market.

The actual corona virus pandemic, the isolation, and work or study from home bring to the people new challenges like the scheduling for the daily duties and eating times. The concerns about health and economy are getting people under a lot of pressure, and this brings eating disorders. This is the reason people are looking for healthy options, and the brands can gain a space that before it was reserved for candy or fatty munchies. And this is not a seasonal trend, it's going to be a deep milestone for consumers.

No new brands were found on a public sources search, but found some new products on the BFY snacking industry.

Chobani Oat Line has launched a new vegan friendly oat drinks, blends and crunches to complement their yogurt line.
Brekki has a new presentation with fruit down under to mix. Brekki is a meal on a ready to eat cup and it's good as a breakfast food.
Peeled Snacks announces new products targeting children and families on July 2020.

Research strategy
It was not possible to get enough interesting free access case studies, so I looked for study cases that shared the same insights. Used the insights found in different case studies that pointed in the same direction as the importance of taste in healthy food and the people skipping breakfast trend.
Once identified the trends, I checked if there were studies that support the findings and proceeded to complete the report.
Sources
Sources

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  • "For over 10,000 years humans have depended on soil. Today, soil depends on us"
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  • ""Good from the Ground Up" brought an important but forgotten subject to the forefront: soil health and its impact on our food. "
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  • "Join us on our #DeeplyRooted mission to create a national craving for climate-beneficial foods."
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  • "Plant-based cereal box liner extends Cascadian Farm's commitment to sustainability and making smart choices that will have a long-term, positive impact on the environment"
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  • "Too Yumm! is a new entrant in the baked snack market. It has positioned itself on the taste plank, unlike Saffola, which to me is a good idea."
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  • "The snacking category in India is growing at 11.8%"
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  • "1 out of 4 Indian claims to skips breakfast and only 3% of them consider that breakfast is an important meal of the day, a few key findings from a study done by Kellogg's. In the same study "taste" came out as biggest deciding factor for food choices. Most of the times taste takes precedence over health."
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  • "In 2018, Kohli won the Sir Garfield Sobers Trophy, awarded to the best cricketer of the year, as well as ODI and Test player of the year honors. "
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  • "Most people want to eat healthier, but efforts to encourage healthy eating by providing nutrition information have not changed habits much"
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  • "The MCURC is a working group of scholars and campus dining leaders from invited colleges and universities interested in accelerating efforts to move American consumers—and college/university students, scholars, and staff in particular—toward menus that integrate both health and sustainability imperatives. "
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  • "Evidence of nutrition resilience among US adults using National Health and Nutrition Examination Survey (NHANES) 2007–2010"
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  • "Category penetration has remained flat in recent years, due to the lack of relevance among millenials."
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  • "Breakfast is often called ‘the most important meal of the day’, and for good reason. As the name suggests, breakfast breaks the overnight fasting period"
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  • "Coronavirus anxiety and quarantining could increase eating disorder risk. Here's what to look out for"
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  • "Working from home during the coronavirus pandemic means distractions like water coolers and small talk are in the rearview mirror, but in the era of social distancing, one major work-from-home distraction remains: the refrigerator. "
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  • "Chobani™ Oat is made with the simple, natural goodness of oats. It’s plant-based and vegan-friendly, crafted without dairy or lactose"
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  • "brekki is a complete and balanced meal in one ready-to-eat cup."
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  • " The CEO of the organic dried fruit brand Peeled Snacks is optimistic that challenges related to the coronavirus will not slow the company’s fast growth thanks in part to a suite of new products"
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  • "Tagged as one of the largest marketplaces of the 21st century, the food and beverage industry, in the last couple of decades, has truly come into its own"